Buyers don’t experience brands as funnels. They encounter them mid-scroll, mid-conversation, mid-doubt, mid-purchase, to name a few examples. So why does marketing still plan as if people move predictably from awareness to purchase?
This episode's guest Jelena Veselinovic joins host Jack Ferguson to rally against this phenomenon while drawing on 25+ years of marketing experience, including 18 years at Coca-Cola and 3.5 years as Head of Brand Marketing at Miro.
Now operating as a fractional Head of Brand, she blends classical marketing science with a philosophical background to challenge the deterministic assumptions still embedded in boardrooms. If the world behaves probabilistically, effective marketing must evolve accordingly.
We cover:
How Honey’s overnight collapse is the best case study on brand promise risk
Why Costco removes marketing traps and caps margins
How Coca-Cola institutionalised product as their brand core
How Newtonian cause-and-effect thinking misreads buyer behaviour
Why marketing is better understood as shaping conditions rather than controlling behaviour
How brands lost narrative authority to reviews, creators, and AI
Why deterministic marketing is both disrespectful and ineffective
How to build brands that thrive upon contact with reality
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